Should Fast Fashion Be "Forced To Prostitute"?

For example, for a long time,

It's like a highly regarded one.

The "self styled aristocrat" always fantasies to maintain "gorgeous force", and even "scorn" to embrace heaven cats, Jingdong and so on.

Giant's thighs, but recently, we found that H&M even participated in the 618 promotion activities of local businesses on their own online channels.

Should fast fashion be "forced to prostitute"?

All these must have the final say of the market.

The scepter of fast fashion survival is still in the hands of consumers.

However, judging from the big environment, the entire garment industry also showed a weak market trend.

In the first quarter of 2016, the apparel industry continued to slide.

Many traditional clothing stores are facing the trend of closing stores.

According to statistics from relevant agencies, 19 enterprises in 37 listed garment enterprises declined in the first quarter of 2016, accounting for 51.4%.

However, looking at the development of fast fashion in China, it is easy to see that although the overall clothing consumption market is in a state of decline and change, the fast fashion industry's pursuit of fast creativity, fast design, fast production, fast marketing, fast sales and fast profits is the root cause of the fragile vitality of fast fashion products.

Perhaps the problem lies in the "quick" word.

Cheng Cheng also defeated Xiao He by Xiao He.

Superficial concept and random positioning.

Although fast fashion companies try to dominate clothing consumption in terms of psychological demand, they are not good at brand building.

The product information they convey to consumers is not a brand symbol and brand value. It can not give customers a persuasive power of consumption value and life style. It is nothing more than the superficial concept of many businessmen grinding their skin.

Design link: product doctrine covers brand awareness.

In the design process, the designer's so-called accurate vision is able to accurately predict the trend of the recent trend, design all kinds of fashionable clothing in a short time, and never integrate the efforts of brand awareness and brand building into product design, and step by step to build a bridge for the brand to take care of customers. It is limited to being a follower of the trend rather than a creator, and even pursuing the short-term behavior of first-class design, second class fabric and three price price which ignore brand life.

Of course, there are also contrarian and wooden shows.

KM is a clothing brand from Nordic Europe. It is also a representative brand of fast moving camps in recent years.

KM is the abbreviation of KILO&METERS. It is a fast fashion brand based on Nordic culture. It mainly sells clothing, shoes, accessories and all kinds of high quality daily necessities. It integrates R & D, design, supply and sales, and focuses on providing quality fashion products.

On the KM product, it shows a simple natural Nordic design feature, simple and comfortable, elegant and leisure. It is neither the fast and inaccurate extensive products, nor the noble luxury exclusive. However, the Nordic culture gives the product the crafted posture and the concept of natural environmental protection, which makes KM full of fashion and texture brand track.

For the fast fashion brand of KM, it is different from other fast fashion brands. The difference is that KM does not regard itself as a popular dish, fast food noodles, a superficial mass product brand that has been forgotten, and manages KM brand from the perspective of brand building thinking, and deepens the connotation and cultural elements of KM brand.

Many fast fashion enterprises and brands, their attitude towards the market is always impetuous, the market brand building and product innovation are full of quick thinking and instant benefit "short line thinking", all pursuit of making "quick money".

The most important thing in their minds is how to catch up with this wave of consumption climax and make money in the pockets that can be made at the moment of high tide.

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For KM, product innovation is not about making fun of others, but for customers.

KM avoids the "short line thinking" and avoids its shortsightedness in product innovation. Instead of paying attention to whether it can attract more attention, it explores whether the market and consumers can really accept it.

Therefore, when new products are put into the market, they can often withstand market tests, and brand influence will soon take shape.

The success of KM clearly shows that fashion culture has no borders, promotes products with culture, and promotes market by culture.

With professional creative team and design team, KM's design is independent, independent, and not vulgar.

Ensure the speed of R & D and never neglect the quality of deep ploughing.

Some enterprises are new in their products. The new products also seem to make people appear at first glance. They also satisfy some consumers' potential needs.

But when consumers buy their home, they find that these bright and innovative products are amazing, but they seem to have never been carefully carved.

The new listing speed is fast, quality and deep tillage are synchronized.

KM reasonably reconcile the relationship between "speed" and "quality", which not only falls behind the market and others, but also puts more energy into how to make the process and quality of products more perfect, and continuously increases the pursuit of quality, so that every time a new product is presented to the consumer at the moment, it will be like a brilliant answer, which will get a high score in the minds of customers.

While providing consumers with the highest physical value, they are committed to making customers feel the unique spiritual value. This is the brand building path of KM on the fast fashion road.

Accurate and practical business model

In the course of market exploration in the mainland in recent years, KM has precisely targeted the personalized consumption demand and provided "distinctive" and "unique" product value.

Through the whole process of control supply chain, create the scarcity value of fast fashion, explore the "quick" and "low cost" balance methods in the supply chain and marketing channel construction system, and refine the best business mode and marketing strategy.

Strengthen inventory management, production mode and market response data management, manage purchase orders based on big data management, and highlight fast supply chain, information collection and utilization, and increase the construction of new channel system.

In a declining market, the tide of fast fashion is declining. KM is growing against the trend and stepping into the fast fashion market.

In 2016, KM increased its investment by 600 million, and launched a grand market development plan for opening 300 new stores in the mainland. Almost all of the fast fashion brands fell into the stalls of the downlink. KM stood alone at the forefront of development and expansion, showing strong potential for development and brand recognition.

KM has always been a clear and clear market strategy and business strategy, maintaining a relatively balanced product line, maintaining relatively concentrated prices, importing market pulse, approaching fashion trends, changing the negative image of hammer trading and disposable consumption in the fast fashion and fast food era, effectively keeping the consumers' turnover rate, avoiding all the "fast" speculative mentality, and getting rid of the brand trap trapped in the "quick curse", thus creating a fast fashion brand with classic brand genes, providing a classic case and training subject for the fast fashion industry.